Retail media networks are primarily associated with directly supporting sales. That seems obvious: if they appear where purchase decisions are made, they should encourage those decisions. Yet their impact can be much longer lasting. Well-designed Żabka Ads campaigns can effectively support a product or service at every stage of the purchase funnel.
New to Żabka Ads? Read our previous article on how retail media networks work and the promising outlook for their growth.
Straight to the checkout
Let’s start unconventionally, at the bottom of the funnel. Żabka Ads can help bypass the upper stages and encourage an immediate purchase. On a hot day, an ad for a refreshing drink, splashing over ice cubes in a glass, with a chilled can covered in droplets on screen, can prompt consumers to consider buying immediately, even if they have not yet formed an opinion of the brand or product.
Retail media network campaigns can also deliver less obvious, longer-term benefits.
Building awareness
Three million people visit Żabka stores every day. For comparison, no Polish television news programme attracts an audience that large. Żabka Ads can therefore offer substantial reach, bringing product or service information to a broad audience quickly and with relatively modest investment, particularly compared with TV campaigns.
RMN campaigns seem made for promoting new products and innovations, such as new flavours. A single in-store touchpoint can be enough to build awareness and immediately convert it into a sale.
Increasing interest
Żabka Ads also offers precise targeting. On Friday evenings, customers typically look for different products than on Monday or Tuesday mornings. Detailed purchase data analysis tells us which ads to show, when and to whom.
How can products outside Żabka’s range be targeted? Cross-category purchase data helps. It can be used to show running shoe ads to people buying isotonic drinks, or a family estate car to people in their thirties who visit the store for baby food.
Encouraging consideration and adding value
Żabka’s advertising screens make it possible to present all a product’s benefits clearly. RMNs can act as an extension of the packaging, highlighting information that is less prominent on the label. They are also an excellent place to showcase the whole product range and encourage a regular iced tea buyer to try a limited summer fruit edition.
Żabka Ads also enables comprehensive communication about promotions, prize draws and loyalty programmes, as well as A/B testing, which we discuss in a later article.
A funnel full of new opportunities
Żabka Ads can provide strong support at every stage of the funnel and deliver many long-term benefits alongside sales. Well-designed campaigns offer innovative ways to increase product or service awareness, improve attitudes towards them and encourage purchase consideration.
Found this interesting? Read the next article to discover how Żabka Ads can help you quickly test communication approaches and assess their direct impact on sales.